Grapevine production for fresh market is an important economic activity in the State of Sao Paulo, Brazil. The region of Porto Feliz is located in Cwa climate and concentrates several small producers. Climatic conditions and cultural practices during fruit maturation determine berry quality, and the use of plant growth regulators is a useful adjustment tool for quality attributes. Seven ethephon concentrations were evaluated on fruit quality of 'Rubi' grapevine in Porto Feliz, SP, Brazil. Ethephon was applied by cluster dipping in the "veraison", and fruits were harvested in 2007 and 2008 (summer harvests). Experimental design was completely randomized with three and four replicates, respectively for 2007 and 2008 harvests. One cluster was the experimental unit with ten or five berries measured. Data comprised of berry color index, fruit total solid soluble and a velocity index of post-harvest berry dropping. Fruits harvested in 2007 presented better color and higher total solid solubles which were probably associated to higher temperatures observed between "veraison" and harvest. The use of ethephon regardless of concentration led to berries with a more prominent red color. On the other hand, ethephon did not influence total solid solubles. It was not possible to evaluate ethephon effect on berry dropping velocity index due to the high coefficient of variance. Basic studies on climatic, nutritional and grapeyard management factors are necessary for berry color development of 'Rubi' grapevine in tropical climate.